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Introduction and a Brief Literature Review
In my study, I aim to scrutinise if social Media can be utilised in corporate so-
cial responsibility (CSR) communication. In the CSR literature (e.g. Niskala &
Tarna, 2003; Friedman & Miles, 2006; Morsing & Schultz, 2006) much em-
phasis has been put on the effective communication between a company and
its stakeholders and successful stakeholder dialogue is said (Maignan, Ferrell
& Hult, 1999) to play an important role even in companies’ overall success.
However, creating a forum for flourishing stakeholder dialogue is easier said
than done. To make CSR communication slightly less complicated Ásványi
(2009) offers a list of different ways of managing CSR communication, includ-
ing tools such as CSR reporting, codes of conducts and logos of certification,
all of which facilitate the flow of information to relevant stakeholders. How-
ever, many of these techniques are just one-way information from the com-
pany down to the stakeholders, lacking a real opportunity for feedback, inter-
action and mutual learning (Morsing, 2006). By contrast, social media, which
is by definition interactive and engaging (Benkler, 2006; Kaplan & Haenlein,
2010), can serve as an innovative platform for sharing experiences and
thoughts. If used wisely, social media holds great potential in helping compa-
nies to pinpoint different stakeholder demands and to respond accordingly. 
 
A quick search using keywords ‘social media’ and ‘stakeholder communica-
tion’ or ‘CSR communication’ on some major research databases pulls hardly
any articles, let alone books. Fieseler, Fleck and Meckel (2010) discuss CSR in
the blogosphere and Du, Bhattacharya and Sen (2010) briefly refer to social
media as an informative communication channel in their study. Consequently,
it seems that if there are academic papers written on the subject of CSR com-
munication and social media, those texts are either in the pipeline (which
might well be the case considering the novelty of social media as a phenome-
non) or have been written from a rather narrow viewpoint. Having said that,
though, the business community has acknowledged the potential of social
media in stakeholder communication. The SMI (2010) ranks companies based
on how well they communicate CSR-related issues through social media and
companies like Starbucks and Timberland communicate with their stake-
holders through different social media applications. The first mentioned, for
instance, asks customers to share their ideas (on products, experiences and
involvement) through MyStarbucksIdea.com where thoughts are then dis-
cussed and voted by other users and then the best ones put into practice
(Starbucks, 2010). 
 
Furthermore, the European Communication Monitor (2010) lists CSR com-
munication among the five biggest challenges that the communication sector
will face in the future. Accordingly, the importance of CSR communication has
been recognised, but few companies appear yet to have jumped on the band-
wagon with social media in CSR, and little outcomes have been reported so far.
In my study, I consequ本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。